In response to growing consumer interest in healthier choices, Ingredion’s 2024 consumer food preference trend report reveals a significant shift in purchasing behaviours, with an emphasis on nutrition and clean-label ingredients.
The report highlights that three-quarters of consumers are now more conscientious when evaluating food and beverage options, prioritizing attributes such as clean labels, natural ingredients, affordability, digestive health benefits, and zero added sugar.
Of particular note is the substantial increase in consumers checking ingredient and nutrition labels, marking a 43% and 36% rise, respectively, compared to last year.
This increased emphasis on clean-label ingredients has prompted manufacturers to reevaluate their product formulations, with 55% of current research and development efforts globally dedicated to reformulating existing products. Three-quarters of these efforts focus on achieving cleaner labels and enhancing taste profiles.
Despite economic challenges and inflated food prices, consumers are demonstrating a willingness to invest in healthier options. The report indicates that factors such as ingredient quality and nutritional benefits are gaining prominence in purchasing decisions across global and regional markets.
Brand loyalty remains influential, but consumers now consider a range of factors when selecting food and beverage products. A significant majority (78%) express willingness to pay more for all-natural products, with a notable portion prepared to pay premiums ranging from 10% to 30%.
Younger consumers, particularly those aged 18–34 and their parents, show a heightened willingness to pay extra for added nutritional benefits.
The demand for “clean ingredients” shows no signs of waning, with recent data affirming Ingredion’s findings. The market for food ingredients is expected to be driven by consumer preferences for better-for-you options in the coming years.
In response to evolving consumer expectations, some companies are innovating in product reformulation. Sweegen, for instance, has developed sweet protein technology to replicate the taste of sugar in food products, while Kerry introduced Tastesense Salt, offering a salty flavour without adding sodium, catering to health-conscious snack formulators.
As consumers continue to raise the bar for food products, industry players are adapting to meet these demands, driving innovation and reformulation to deliver healthier and more appealing options to the market.